Consumer Awareness of Print Advertisements

  • Gianluigi Guido


In this last chapter, we propose a research design aimed at assessing the validity of the In-salience hypothesis in stimulating consumer information processing which, in turn, results in consumer awareness. Since the in-salience model is a general model which could be validated with any kind of marketing stimuli (products, ads, salespersons, etc.), it was necessary to choose -preliminarily - a limited setting for an operative testing of its propositions. Drawing on research on brand personalities as consumers’ schemata (Caprara and Barbaranelli 1996, 2000; Caprara, Barbaranelli, and Guido 1998b; Caprara, Barbaranelli, and Guido, forthcoming/ab), we determined to assess consumer awareness for in-salient print ads. Specifically, consumer awareness was tested in terms of ad message recall by manipulating in-salience of ad claims for three major branded products.1


Free Recall Schema Activation Brand Image Brand Personality Consumer Awareness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 2001

Authors and Affiliations

  • Gianluigi Guido
    • 1
    • 2
    • 3
  1. 1.University of CambridgeEngland
  2. 2.University of LecceItaly
  3. 3.University of PaduaItaly

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